AIbased Dynamic Pricing Strategies and Marketing Strategies for Competitiveness

The rapid digital transformation of business environments has intensified competition across industries, compelling organizations to adopt advanced technological solutions for maintaining market relevance. Artificial Intelligence (AI) has emerged as a transformative force in shaping both pricing and marketing strategies, enabling businesses to respond dynamically to market changes and consumer behavior patterns. This study examines the role of AI-based dynamic pricing strategies and marketing strategies in enhancing business competitiveness. The study adopted a quantitative research approach. Primary data were collected through a structured questionnaire from marketing professionals, business managers, and frequent online shoppers who have experienced AI-driven pricing and marketing interventions. A total of 150 valid responses were analyzed using descriptive statistical techniques based on a five-point Likert scale. The findings reveal that AI-based dynamic pricing significantly improves revenue optimization, demand forecasting accuracy, and real-time price adjustments based on market conditions. Similarly, AI-driven marketing strategies enhance customer targeting, personalization, and campaign effectiveness. However, challenges such as consumer perception of price unfairness, data privacy concerns, and algorithmic transparency issues were identified as potential barriers to adoption. The results indicate that while AI-based strategies strengthen competitive positioning, businesses must balance technological implementation with ethical considerations and customer trust. The study concludes that integrating AI into pricing and marketing functions provides sustainable competitive advantages, but requires continuous refinement and responsible deployment to maximize effectiveness and consumer acceptance.